North Star Metric
Brand Trust Index
Brand Trust Index = ( Share of Voice × Message Recall × Third-Party Credibility × Strategic Audience Engagement ) ÷ ( Reputation Risk + Narrative Confusion )
KPI Snapshot
| KPI | Current | Previous | Movement | Owner | Notes |
|---|---|---|---|---|---|
| Brand Trust Index | Baseline not available | N/A | New | Central Team across MARS | Define measurement model this week |
| Share of Voice | Not measured | N/A | New | Communications | Start media monitoring scan |
| Quality media mentions | 0 tracked | N/A | New | Communications | Set up tracking |
| Executive visibility | Not baselined | N/A | New | Central Team across MARS | Map existing placements |
| Speaking invitations | Not tracked | N/A | New | Central Team across MARS | Audit last 90 days |
| Message Recall | Not tested | N/A | New | Marketing | Run narrative consistency check |
| Narrative consistency | Not audited | N/A | New | Marketing | Audit DMS/MMS/SMS narrative alignment |
| Third-Party Credibility | Not baselined | N/A | New | Communications | Map existing awards, mentions, recognitions |
| Awards and recognition | 0 active | N/A | New | Central Team across MARS | Identify FY27 target awards |
| Strategic Audience Engagement | Not measured | N/A | New | Central Team across MARS | Define audience segments |
| Investor inbound | Not tracked | N/A | New | Leadership + Marketing | Baseline from IR team |
| Reputation Risk | Not scored | N/A | New | Communications | Run first media/social sentiment scan |
| Issues open | 0 known | N/A | New | Communications | Monitor proactively |
Active Brand Platform
Swachin for a Cleaner Bharat
Activation Pending
Bottleneck Log
| Bottleneck | Workflow | Impact | Owner | Next Action | Due Date |
|---|---|---|---|---|---|
| Master Recykal narrative not finalized | WF1 Brand Positioning And Narrative | DMS/MMS/SMS narrative alignment unclear | Central Team across MARS | Draft corporate narrative house v1 | 2026-07-05 |
| Brand Trust Index measurement model undefined | WF10 Brand Measurement And Recall | Cannot baseline or track north star | Central Team across MARS | Define scoring inputs and data sources | 2026-07-05 |
| No active media monitoring | WF3 Media And Investor PR | Reputation risks undetected | Communications | Set up media and social monitoring | 2026-07-03 |
| Executive thought leadership calendar not built | WF2 Executive Thought Leadership | Missed placement opportunities | Central Team across MARS | Draft 90-day executive visibility plan | 2026-07-07 |
Decisions Needed
| Decision | Owner | Deadline | Context |
|---|---|---|---|
| Confirm CBS instantiation unit | Central Team across MARS | 2026-07-05 | Master Recykal narrative is the first unit |
| Define Brand Trust Index formula inputs and data sources | Central Team across MARS + Communications | 2026-07-07 | Needed to baseline north star |
| Confirm Swachin activation timeline | Central Team across MARS + DMS Pod Lead | 2026-07-10 | Tied to DMS Goa launch readiness |
| Assign CBS workflow owners | Central Team across MARS | 2026-07-05 | CBS currently fully Director-led |
Learning This Week
Brand
CBS is the air-cover system. It cannot be activated in isolation — it depends on DMS/MMS/SMS generating proof, milestones, and stories to amplify.
Narrative
The master Recykal narrative must be finalized before DMS, MMS, and SMS messaging can be fully aligned and consistent.
Platform
Swachin for a Cleaner Bharat is the most activation-ready brand platform, but its launch depends on DMS Goa operational readiness.
Measurement
Brand Trust Index requires four data inputs that don't yet have measurement owners. Assign owners before attempting to baseline.
Next Week Priorities
- 1Draft corporate narrative house v1 and align with DMS, MMS, SMS narrative leads.
- 2Define Brand Trust Index measurement model and assign data owners.
- 3Set up media and social sentiment monitoring.
- 4Draft 90-day executive thought leadership and visibility plan.